Maserati brand-building

Maserati brand-building mission begins in the shops

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Maserati brand-building mission begins in the shops

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Ase Maserati Opens the installation on Situ Live

West Westfield is a dedicated place in London

‘Storyteller’ to create brand awareness

A bright blue Maserati MC20 Supercar sits in the spotlight at Westfield London Shopping Center. Launched in early October 2021, the new dedicated space Situ Live is a place of pride in the window, aimed at giving brands a new way to promote themselves.  

Maserati is the first autonomous brand to sign with Situ Live, and CAR spoke to Peter Charters, Maserati’s general manager for Northern Europe, to find out why.

What is Situ Live?

Situ Live Space is a large, glass-faced space on the first floor of Westfield Shepherd Bush Shopping Center.  Inside, it is divided into numerous sections, including a kitchen area (homeware, coffee making, cooking exhibition), a lounge area showing furniture and attached hubs, a home working area (with daily discussions on texture and productivity), a playground. Children’s products, and a virtual reality studio, for example.  The ‘On the Move’ area is where e-bikes and e-scooters as well as the Maserati are located. 

Other brands of Situ Live include, for example, Bosch, Oculus and Lenovo.  Maserati is the only autonomous brand that is currently installed, initially for about a year, presumably for a much longer period of time depending on whether it returns on investment.

Maserati at Situ Live Launch 2021

This is not a typical marketing method for an automated market – why is Maserati here? 

The Charters explained, ‘The pre-epidemic annual football in Westfield was 29 million people,’  ’compared to a conventional dealership, you’d be a thousand lucky.  Brand awareness has never been a strong point for us.  Now that we have a new story to tell, I think 2 million people are not a bad starting point for telling it. ‘

That new story points to an unprecedented product launch plan, starting with the upcoming arrival of the MC20 flagship in the UK and moving to next year the Grickel medium-sized SUV and the new Granturismo, a pure EV and a combustion-engine model available as a.  Situ Live’s staff are not salespeople, but ‘storytellers’ – many of whom have acting or presentation backgrounds, who are trained to chat with consumers about brands and products on the show.  He also composed poems for a performance at the launch of Situ Live.  Charters says ‘there is no pressure on them to sell’ because it is not a sales environment.  (Even if visitors scan a QR code next to an item on the show, such as an e-bike, it leads to a link to the manufacturer’s website for their purchase.) 

“There are no car dealers here. They are outgoing personalities and people with a passion for learning,” he said.  ‘You’re getting a different experience just for this reason.’

 

Not a dealership replacement

The charter emphasizes that joining Situ Live is not part of a plan to move away from the conventional model of a dealership network, such as Genesis, which has launched without a showroom for a ‘live-to-consumer’ approach.  The dealer network is still the core of what we do.  All the lead we get from here goes directly to the dealer network.  But it opens up a lot more opportunities for people to see cars, and gives people a first taste – which may be enough to persuade them to go to the showroom. 

‘Some people may not be familiar with Maserati and want to explain the brand’s background for two minutes, others may want a 30-minute in-depth conversation.  We’ve fully trained five people to do it, and others to share the brand, culture with more top-notch information.  Once the word gets out of here, I can see that people are usually driving another car brand they might stop, take a look. ‘ 

Maserati’s upcoming product plans

Maserati’s biggest new product launch will be the Grecale medium-sized SUV, which is scheduled to go on sale before the end of this year and in 2022. ‘This is a huge opportunity;  With a larger church of customers with more buyers than any part we’ve been involved with before. ‘

Expect MC20 at Situ Live to be replaced with Graysell in a timely manner.

Maserati expects UK registrations to double next year with Greekel – although sales currently run into hundreds, not thousands.  The introduction of light hybrids in the Ghibli and Levante ranges has given them a 22% lift in 2021. 

From the light hybrid, Maserati is jumping straight to the full-electric model ”Ussually we were a little later in the beginning, but finished earlier,’ says Charters একটি an all-electric version of the MC20 awaits in the wings and all-new, all-electric Granturismo next year Will turn on.

Maserati MC20 at Situ Live 2021

Maserati will however handle some of a split strategy, following the electrical model closely with an internal combustion GranTurismo.  The same strategy is expected more down the line with the convertible GranCabrio and replacement Quattroporte models.  An electric grille is also expected. 

Charters says, ‘We will always keep a signature Maserati sound even with electric.  ‘The CEO was in the lab as soon as possible, listening to the words to make sure they were on the right track.  We understand that the mascara can never be a product;  It’s a brand, it’s a lifestyle. ‘

The MC20 will be added in 2022 by an open-air spider version, an all-electric version not too far behind.

Situ Live came to Maserati to come on board two years ago, after the venue was delayed due to an epidemic. Seeing the interest from MC20 pedestrians, you realize that having a bright-blue supercar in the window of Situ Live can do no harm to this new enterprise.

Maserati brand-building

Maserati brand-building

Maserati brand-building

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